Cauliflower-Based Crackers And Pretzels Make Their Retail Debut

Halen Brands Inc., a CPG incubator and venture capital company, hopes to disrupt the better-for-you salty snack category with emerging brands, now including From The Ground Up, a new line of cauliflower-based crackers and pretzels that also feature cassava flour and vegetable blend powders made from real vegetables.

The snacks are Non-GMO Project Verified, Gluten Free Certified and made with vegan ingredients. A 1-oz. serving provides a good source of vitamins A, C, D, E, B1 and B6. From The Ground Up made its exclusive retail launch this month at Kings, Fairway, Hy-Vee and Rouses. The snacks also are available on Amazon, Walmart.com, Jet.com, Boxed.com and Fresh Direct. From The Ground Up will make its way to Sprouts, Shop Rite, Fresh Thyme, Safeway, Albertsons and other retailers this fall.

“At Halen Brands, we are listening to consumers and applying the wants and needs that we uncover to natural products,” said Co-Founder Jason Cohen. “Consumers were asking for a veggie-based snack that actually had increased nutritional value, so we began looking at the vitamin- and fiber-rich cauliflower since it’s so versatile and seemed to really be resonating with people.”

“We’re really proud about what we’ve been able to accomplish on the nutritional front with the crackers and pretzels,” added Aaron Greenwald, president of From The Ground Up. “The products taste as delicious as the mainstream versions and have all the characteristics that a better-for-you customer is looking for. This was not an easy feat and took two years to perfect.”

From The Ground Up Crackers come in three flavors (Sea Salt, Cheddar and Nacho); the Pretzels come in Original flavor in Sticks and Twists shapes. The crackers are available in 4-oz. boxes, and the pretzels are available in 4.5-oz. bags for an SRP of $3.99.